Alizé Huberlant

The workings of the Best Friend Effect and its application to Henkel's Loveables

Not so long ago, the term 'influenceur' did not exist yet. At the origin, marketing of influence was only meant to reach the small portion of the most active followers.

Today, influencers proliferate thanks to the expansion of social media - you, I, anyone can become an influencer. This type of marketing has become indispendable to brands' communication plan, as up to 75% of followers have been shown to buy the product after encountering related content coming from an influencer.

Brand Influence, focuses mainly on micro-influencers as they trigger what we call the Best Friend Effect, which manifests itself within close social circles and prompts trustful relationships. Through a case study of our last campaign for Henkel, we would like to demonstrate how brands establish and position themselves in a"brand-new"approach on social media.